A dual-stage fuzzy MCDM approach for strategic target market prioritisation and communication channel evaluation in destination marketing: evidence from a provincial context

This study proposes an integrated multi-criteria decision-making (MCDM) model that combines the fuzzy analytic hierarchy process (FAHP) and Fuzzy Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) to enhance decision-making under uncertainty. The model simultaneously addresses two key strategic levels: 1) identifying the most promising behavioural segments; and 2) selecting the most appropriate communication channels tailored to each segment A case study was conducted in Nghe An province, Vietnam, where expert evaluations were used to determine the relative importance of segmentation criteria and communication channel attributes FAHP was employed to prioritise four tourist segments - leisure, exploratory, educational, and spiritual - while Fuzzy TOPSIS was used to evaluate five communication channels: social media, influencer marketing, traditional advertising, public relations (PR), and direct events. The findings reveal that leisure and exploratory segments offer the highest strategic potential, with social media and KOLs identified as the most effective tools for communication. The proposed model provides a structured and adaptable approach for local tourism, particularly in developing destinations.